Course detail
Theory of Marketing
FP-RtmarDEAcad. year: 2021/2022
The course is oriented towards presentation of current marketing knowledge, with special focus to strategic marketing, services marketing and international marketing issues.
Guarantor
Department
Learning outcomes of the course unit
The course contribute to increasing the students´ knowledge in selected aspects of current marketing knowledge
Prerequisites
Advanced understanding of marketing terms and categories, as well as current trends in marketing utilization.
Co-requisites
Not applicable.
Recommended optional programme components
Not applicable.
Recommended or required reading
Zeithaml, V.A., Bitner, M.J. Services marketing (EN)
Murphy, J. Intermarket Analysis : Profiting from Global Market Relationships (EN)
Planned learning activities and teaching methods
The teaching methods are based on self-study approach, on the development of analysis of marketing challenges in "advanced" firms and of the utilization of scientific analytycal and synthetical methods in analysis and proposals.
Assesment methods and criteria linked to learning outcomes
Evaluation is based on a written assignment on a given topic.
Language of instruction
English
Work placements
Not applicable.
Course curriculum
1. Current marketing knowledge
2. Utilization of analytical methods
3. Synthesis as a starting point in marketing measurement options generalization
Aims
The goal of this course is to provide a platform for discussion about up-to-date trends in marketing utilization, especially with the focus on up-to-date methods and knowledge utilization.
Specification of controlled education, way of implementation and compensation for absences
The course is organised and led in accordance to study plan concerned.
Classification of course in study plans
- Programme DSP-E Doctoral
branch DSP-ŘEP-E , 2. year of study, summer semester, 0 credits, compulsory-optional
- Programme DSP-KS-E Doctoral
branch DSP-ŘEP-KSE , 2. year of study, winter semester, 0 credits, compulsory-optional
branch DSP-ŘEP-KSE , 2. year of study, summer semester, 0 credits, compulsory-optional - Programme DSP-E Doctoral
branch DSP-ŘEP-E , 2. year of study, winter semester, 0 credits, compulsory-optional